Young’s Seafood, the UK’s leading seafood brand, is expanding its range with two new frozen breaded fish fillets. The new products, Young’s Breaded Fish with Flavour – Garlic & Herb and Young’s Breaded Fish with Flavour – Paprika & Pepper, aim to bring fresh energy to the breaded fish category. The launch targets younger shoppers and seeks to reverse the category’s recent decline.

Decline in the breaded fish category

The breaded fish category has been struggling in recent months. The market has seen a dro of 11.6% in value and 10.7% in volume. Traditionally, this category has attracted an older demographic. However, limited innovation has led to stagnation, with many shoppers turning to other products.

In response, Young’s Seafood is introducing bold flavours and high-quality fish fillets to reinvigorate the market. The new products are designed to appeal to younger shoppers and cater to the rising demand for exciting, flavourful meals.

“Breaded fish has been a staple, but it has lacked the excitement of bolder flavours,” said Matthew Wilson, Interim Marketing Controller at Young’s Seafood. “We’ve had great success with our battered fish range. Now, we want to bring that same innovation to breaded fish. These new flavours performed well in consumer testing, and we’re confident they will attract new shoppers and boost the category.”

Launch of new flavours

The two new fillet varieties – Young’s Breaded Fish with Flavour – Extra Large Paprika & Pepper (2x 300g fillets, RRP £4.00) and Young’s Breaded Fish with Flavour – Extra Large Garlic & Herb (2x 300g fillets, RRP £4.00) – will launch in Iceland, Asda, and Morrisons in April. Additional listings are expected soon. Digital marketing, PR, and an activation plan will support the launch and encourage consumer trial.

The new breaded fish fillets are designed to be quick and easy dinner options for busy weeknights. Whether served with potatoes and vegetables for a hearty meal, or a fresh salad for a lighter choice, these fillets offer a convenient, tasty solution for consumers.